Asda has today announced the return of its iconic Rollback proposition as part of a significant investment to lower prices across its entire range.

The initiative is the first step on Asda’s mission to satisfy the daily and weekly shopping needs of ordinary working people and their families who demand value with every single shop they do.

The first Rollback will see the prices of more than 4,000 family-favourite products reduced by an average discount of 25% in-store and online. Every category in the store is included, as well as Asda Express stores, meaning customers will be making savings on their whole basket whenever and wherever they shop.

Products include a range of Asda own-label products such as Asda Green Grapes 500g (was £2.00 now £1.48) and Asda Thin Cut Beef Steaks 400g (was £4.80 now £3.88), as well as family-favourite branded lines like Birds Eye BBQ Chicken Grills 520g (was £5.65 now £2.82), Chicago Town Large Stuffed Cheese Pizza 630g (was £4.30 now £2.82) and Andrex Toilet Tissue Quilts 9 pack (was £6,50 now £4.47).

This isn’t just a short-term deal for Asda customers – once the initial Rollback period is over, prices will move to a new ‘Asda Price’ – which is guaranteed to be lower than the pre-Rollback price and designed to have a continuous impact on customer’s shopping baskets.

Commenting on the move, Allan Leighton, Asda’s Executive Chairman, said: “Asda was built upon helping hard working families save money and we’re refocussing on that mission by bringing back Rollback and Asda Price. We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket and in the process returning to what makes Asda special – delivering unbeatable value to the customers and communities who count on us.”

To launch the campaign, Asda brand ambassador Joe Wicks stars in a new 30 second TV ad which is out today. The comedic ad shows Joe at a running desk, dressed in a suit and brainstorming ideas to support customers with Asda colleagues – they settle on bringing back Rollback. The ad ends with Joe and a colleague tapping their back pockets – bringing back the infamous Asda Pocket Tap, which is set to have a prominent role as the retailer returns to its Asda Price roots.

David Hills, Chief Customer Officer at Asda, said: “We want the nation to be tapping their back pockets in celebration of Asda Price – a true marker of value that we can’t wait to bring back to our customers across the UK.”

The supermarket will add thousands more products to Rollback at regular intervals during the year as part of its plan to move its entire range to a new low ‘Asda Price’ by the end of 2026.

Rollback prices effective from 30th January include: 

Product

Current price

Rollback price (up to 12 weeks)

Saving (%)

Andrex Toilet Tissue Quilts 9 pack

£6.50

£4.74

27%

Asda Green Grapes 500g

£2.00

£1.48

26%

Asda Galia Melon

£2.00

£1.88

6%

Asda British Cheddar Extra Mature 750g

£4.95

£4.66

6%

Asda Thin Cut Beef Steaks 400g

£4.80

£3.88

36%

Asda Mini Fillets Chicken Breasts 400g

£3.50

£2.97

15%

Asda Breaded Chicken Goujons 600g

£4.40

£3.97

10%

Ben & Jerries Luxury Ice Cream Cookie Dough 465ml

£5.15

£2.84

44%

Birds Eye 18 Cod Fish Fingers 540g

£6.00

£5.26

12%

Birds Eye BBQ Chicken Grills 520g

£5.65

£2.82

50%

Chicago Town Large Stuffed Cheese Pizza 630g

£4.50

£2.82

37%

Douwe Egberts Coffee Gold 190g

£7.50

£6.98

7%

Heinz Snap Pot Spaghetti Hoops 4x190g

£3.00

£2.66

11%

Loyd Grossman Bolognese Pasta Sauce 660g

£3.75

£3.06

18%

McCain Home Crinkle Cut Chips 1.6kg

£4.30

£3.28

24%

Philadelphia Light 280g

£3.25

£1.78

45%

Soreen lunchbox malt loaves plain 5 pack

£1.75

£1.28

27%

Tetley Tea Bags 40 pack

£1.70

£1.48

13%

Joe Wicks will also front Asda’s Roll(er)back Disco, at Dreamland Margate on Friday 7th February. The free event is in celebration of the return of Rollback and will see Joe and guests take part in the UK’s first supermarket sweep style roller disco.

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